A qualitative assessment on influencer marketing studies with phenomenon cats on instagram: The case of Hosico cat

Technology has changed the dynamics of all sectors as a result of the digital world growing and developing with a high acceleration. Marketing is also among the sectors that have received their share from these changes and innovations.Dec. The digital marketing method, added on top of the traditional marketing approach, breathes a new breath into the industry, making some complicated processes more fun and more accessible. Therefore, its structure, which is constantly open to innovations and developments, also regularly changes the way it does business. Influencer Marketing, while gaining a place in the literature as a new type of digital marketing, is a marketing method whose dynamics are not fully settled, but have been met with high interest and have become a subject of curiosity. The intense interest of consumers, customers, marketers, companies and academic researchers on the topic has made influencer marketing a trend in a short time. This thesis study aims to explain influencer marketing through a Russian cat, a phenomenon that has a high follower base; it aims to convey both the sector and the dynamics of the sector, types of influencer marketing and brand collaborations from an objective perspective.